Wype raises £1M to clean up the bottom care industry
Wype, the UK’s fastest-growing bottom care brand, has closed an oversubscribed £1 million equity round to accelerate its mission of making the most overlooked part of the body the most cared for.
The round was led by Anotherway Ventures and Ventures Together, a network of 150+ leading entrepreneurs and operators across Europe, as well as founders of pioneering brands, which includes Heights and SURI, with strong follow-on from existing angels. The investment signals growing conviction in Wype’s category-defining potential, cult consumer following, and rapid commercial execution.
Founded by husband-and-wife duo Giorgia Granata and Eli Khrapko, Wype is leading a quiet revolution in personal care. Its hero product – a refillable cleansing gel that turns toilet paper into a soothing, sustainable clean – has become a daily staple for over 250,000 customers. The brand is tackling a category long ignored by the wellness industry, combining clinical insight, aesthetic design, and environmental responsibility to rethink how we care for ourselves.
The new funding follows a period of extraordinary momentum. Since its appearance on BBC’s Dragons’ Den three years ago, Wype has grown revenue 15x, now achieving a £4.5 million annualised run rate (following £2.2 million in sales in 2024). With over 1,900 units sold every day, Wype is proving that the world is ready to talk – and spend – on better bottom care.
"What we've achieved so far – with a small team, in a taboo category, without any industry tailwinds – is something I'm incredibly proud of," said Giorgia Granata, CEO and Co-Founder of Wype. "We don’t stop to celebrate very often, but this moment matters. It confirms what we've believed from the start: the unmet need is massive – and we're more confident than ever that it's time not just to grow the category, but to name it. To give it shape, visibility, and the credibility it's always lacked. Bottoms deserve better. And with the support of our team, our community, and our exceptional investors, that's exactly what we intend to deliver."
The funds will power a reimagined brand presence, retail scale-up, and the continued buildout of Wype’s growing ecosystem of products and partnerships.
“Wype is not just building a brand but a whole new category.” Says Jono Holt, Partner at Anotherway Ventures. “It’s also a product that people need not just want, which means long term loyalty not just one-off sales. The month-on-month growth so far shows amazing early momentum (at a time where most DTC brands are flatlining!) and the opportunity to create, grow and then sell the brand that defines a category offers us a huge opportunity of a massive return on our investment.”
Backed by a bold new brand, an engaged community, and fresh capital to scale, Wype is on a mission to rewrite the rules of personal care – starting from the bottom up.
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